Bill Ryan Coaching — No Theory. Just What's Worked.

How Coaching Works

One goal. One mission. One standard.

Most coaching starts with lead flow, because leads are what the industry sells. This starts where a business actually starts — the heart, then the fundamentals, then the systems. Lead flow comes last, and free sources first: the database, sphere, and past clients you already have.

01 — ONE MISSION

Start with the why

Your business plan opens with the life it's supposed to buy — then works back to the money that funds it. Built with Bill in a 90-minute kickoff, not a template you're emailed to fill out alone.

02 — THE ONE PLAN

Draw the map

One goal, three priorities, five strategies — your map for the year, built from your Mission. You draw the map. Bill makes sure you drive it.

03 — ONE STANDARD

The ONE Sheet & Scoreboard

Session one, we compute your real numbers — most agents have never seen their own conversion rates. After that, the ONE Sheet runs every week: last week's commitment, graded word for word. No hiding.

Every week: a private 30-minute Zoom

5 min — Scoreboard: your numbers

20 min — The one live problem

5 min — The commitment, in writing

What's Inside

Coaching that happens when the deal does

The big programs sell scheduled calls with coaches who stopped closing years ago. This is built differently — because Bill hasn't stopped.

✓

“Text me when it's live” access

Weekday access between sessions. Heading into a listing appointment, a negotiation, a deal going sideways at 6pm? Text or call and get a working closer's read before the moment passes. Business hours, same-day response.

✓

The Plan Build — month one

Your ONE MISSION and ONE Plan, built with Bill in your first sessions. You leave month one holding a finished business plan with your name on it.

✓

Monthly Deal Desk

Once a month, bring one live deal for a full teardown — pricing, terms, where it dies, and how to save it. Bill's closer specialty, formalized.

✓

The Playbook Library — released as taught

25 complete playbooks: every trick, no teasers. Each one lands in your hands the week we coach it — so you run it, not just read it. Roughly six in hand by the end of your first 90 days; the full shelf across the year.

✓

The Monday Market Note

A short weekly note on what Bill is telling his own buyers and sellers — rates, inventory, pricing reality in MA/RI. Proof every Monday that your coach is in the market, not above it.

✓

Founders Circle + The Life Check

Founding clients join a monthly group call — the small circle of the right people. And twice a year, one session ignores the business and audits the Mission: is this business buying the life it was supposed to?

The Playbook Library

25 plays. All the tricks. Earned in order.

A playbook that holds back isn't a playbook — it's a teaser, and this brand doesn't do teasers. Every playbook is complete: the play, why it works, Bill's talk tracks, and the standard. The control isn't the content. It's the release: you get each one when we coach it.

Win the business

Buyer contract & the commission conversation
Seller contract & defending your fee
Transaction fee — on both sides
The market-shift price conversation
Winning the table · Hold the line

The Shift Harvest

Expired listings — diagnose, don't pitch
FSBO conversion — the net-sheet close
The Mega Open House
One Seller, One Buyer — every open house
Listing launch · Tours that convert

Work the business

Lead generation — free sources first
The follow-up machine: nobody past 24 hours
Free referral networks — claim fast, update always
The daily attack list · Simple video
AI Week — work smarter with the new tools

Keep the business

The 5-touch plan — new client to closing
After the closing: 3 touches in 30 days
Past-client resurrection
The Freedom Audit · Your first hire
The Scoreboard session — know your numbers
NEW — Playbook #25: Know Where Your Money Goes — the P&L session & monthly form (below)

Day one you get the tools — the ONE Sheet, the Scoreboard, the ONE Plan. Then the library assembles as we coach, about two plays a month. Cancel, and access ends — the shelf is a reason to stay, built one coached play at a time.

Playbook #25 · Numbers Week · The P&L Session

Know Where Your Money Goes

Gross is what you brag about. Kept is what you live on.

Ask an agent what they grossed last year and you get the number before the sentence ends. Ask what they kept — after the split, the fees, the lead bills, the year of small charges nobody added up — and the room goes quiet. That quiet is expensive. This playbook ends it: we build your profit & loss statement from statements and disbursement records — not memory, not vibes — find the leak, plug one, and make counting the money a monthly habit instead of an April emergency.

The P&L Standard — read this first

Every month closes. By the 10th, last month's money is counted — what came in, what the business cost, what you kept, what was actually profit — from records, in under an hour. An agent who will not count the money cannot be coached on the money, because every other decision in the business is downstream of these numbers.

No gross worship. GCI is a vanity number. Kept and profit are the business.
No expense shame. A cost that produces closings is an investment. A cost that produces nothing is a leak. We judge by output, not guilt.
No April surprises. Taxes are a monthly line, set aside as the money lands.

How the session runs — 30 minutes

Build (15 min). Fill the form together, on screen, from the statements. The coach types; you watch your own month assemble. No estimates where a statement exists.
Face (5 min). Read kept, expenses, and true profit out loud, in that order. Then one question: “What do you see?” You speak first.
Plug (10 min). Name one leak — the biggest one the numbers prove — and convert it to a test: the cut or the fix, the dollars it returns, the date it is done. One leak a month is twelve raises a year.

Bring to the session: last 3 months of commission disbursement statements, the bank or card statement the business runs on, and your list of subscriptions and monthly charges. Can't find them? Come anyway — finding them together is the work.

The five leaks — where the money escapes

1
The split nobody re-reads. Negotiated once, years ago — never re-run after office, franchise, and per-deal fees stacked on top. Agents routinely find 2–5 points they didn't know they were paying.
2
The fee stack. Small per-closing charges, each too small to question, adding up to a month's income across a year. Fees aren't good or bad — unread fees are.
3
Lead spend with no receipt. Money out every month with no cost-per-closing attached. A source that can't show its closings isn't a source; it's a subscription to hope.
4
The subscription graveyard. CRM add-ons, dead tools, the app from a conference two years ago. Individually invisible; together, a car payment.
5
The tax ambush. Nothing set aside all year, then April arrives with a five-figure surprise. Not a tax problem — a monthly habit that was never installed.

What this session produces

One completed monthly P&L, from statements, signed off as true
Your effective split, stated as a single number
One leak named, with a dollar figure and a fix date
The tax set-aside started or corrected
The monthly close booked: P&L done by the 10th, every month

Worked example (illustrative, not a real client): $102,000 GCI → $61,500 kept (40% gone off the top). $9,600/yr in portal leads with 0 closings traced. $3,100 in subscriptions, two unused for a year. $28,400 total expenses → true profit $33,100 — 32¢ of every GCI dollar, and $0 set aside for taxes. The read: not an income problem — a counting problem. Plug the leaks and the same GCI pays roughly $12,000 more next year without one extra closing.

The running rhythm: log every funded deal the day it pays · close the month by the 10th · quarterly, every subscription justifies itself or dies and the effective split gets re-read · year-end, the twelve closes roll into your Scoreboard refresh. Kept is the headline — every production conversation runs on kept and profit, never gross alone.

The Form — Your Monthly P&L (Blocks A–E)

Fill in one month. Use disbursement statements for Blocks A–B and the bank/card statement for Block C. Where a number is unknown, leave it blank and note when you will have it — the standalone printable is “P&L Form — Monthly.” Totals and ratios calculate as you type. Nothing you enter leaves this page.

Block A — In: what the business made

From your closing records for the month.

Closings this month

Closed volume ($)

GCI — gross commission income, before any split ($)

Month

Block B — Cost of the money: what comes off the top

From the disbursement statements — what the brokerage actually paid you, line by line. This is where most agents meet their real, effective split for the first time.

Brokerage / team split paid ($)

Office & franchise fees ($)

Transaction / TC fees ($)

Referral fees paid out ($)

E&O & other per-deal charges ($)

KEPT — GCI minus Block B$0

Block C — Running the business: what the month cost

From the bank or card statement the business runs on.

MLS & board dues — monthly share ($)

Tech stack — CRM, website, tools, subscriptions ($)

Lead spend — portal leads ($)

Lead spend — referral networks ($)

Lead spend — ads ($)

Marketing — signs, lockboxes, printing, photos ($)

Auto & mileage ($)

Phone ($)

Office, supplies, other ($)

Education & coaching ($)

Client gifts & events ($)

TOTAL EXPENSES — Block C$0

Block D — The bottom

TRUE PROFIT — Kept minus expenses$0

Tax set-aside rate (% of profit — Bill teaches 25–30%)

Tax set-aside to move this month

Block E — The ratios: the month in five numbers

Bring kept % and profit % to every Numbers Week.

—Kept %

—Profit %

—Cost / closing

—Kept / closing

—Biggest expense

Biggest single expense: — · Did it produce a closing? That's the question we grade at the close.

Work this play with Bill — Text FREEDOM

Put it on your ONE Sheet as a test: “For the next three months, close the P&L by the 10th and bring kept % and profit % to every Numbers Week. One leak plugged per month, dollars counted.” Ideas stay talk until the money grades them — and this playbook is the money. Pairs with the Scoreboard Session and the ONE Plan.

Run Your Own Numbers

The play that pays for the year

One play from the library — holding your commission line and adding a transaction fee — is worth more than coaching costs. Don't take the headline. Move the sliders and use your numbers.

+0.5% commission & a $495 transaction fee, per closing

Gross, before splits — the same honest math Bill teaches in the Transaction Fee playbook, assumptions in the open.

Closings per year: 12 Average sale price: $450,000

That one play is worth about

$32,940

per year, gross, at your numbers.

A founding year of coaching costs $4,740 ($395 × 12). One extra closing pays for the whole year — this play can pay for it several times over.

Pricing — In The Open

No “DM for pricing.” Here it is.

Penny-pinching agents cut spending that doesn't prove itself. They keep spending that makes money. So the price is public, the terms are short, and the guarantee is on Bill, not you.

First 10 Agents Only

Founding Rate

$395/month

Locked for as long as you stay a client. Your rent never goes up.

Weekly private 30-min Zoom with Bill
“Text me when it's live” weekday access
ONE MISSION + ONE Plan built with Bill in month one
Playbooks released as taught — the full 25-play shelf across the year
Monthly Deal Desk + Founders Circle call
90-day runway, then month-to-month at your locked rate

Claim a Founding Seat — Text FREEDOM

After The Founders

Standard Rate

$595/month

The same coaching, once the 10 founding seats are claimed.

Everything in the founding program
Weekly private 30-min Zoom with Bill
Weekday access, Deal Desk, Monday Market Note
90-day runway, then month-to-month

Call 508.441.1186

The 90-day runway, straight: real estate pays on a 60–90 day lag — anything shorter would be selling you motivation, and Bill doesn't sell motivation. Commit to 90 days. Show up, keep your ONE Sheet current, do the work — and if at day 90 you can't point to a finished plan, numbers discipline, and pipeline movement, you walk owing nothing more. For context: Buffini One2One runs $549/mo for two calls a month, Tom Ferry Core is $749/mo, and KW MAPS Mastery is $1,000/mo — none of them put a working closer on text.

About Bill

The coach is the proof

Bill Ryan in a navy blazer and white shirt against a white background

I grew up in a trailer park with a single mom and zero. The military was my way out — four years in the U.S. Navy — and then 13 more years as a full-time corrections officer. Basically trapped in a prison, with a state pension dangling in front of me.

I started real estate part-time with three things: a mentor, a system, and a small circle of the right people. One closing a month. Then two. Then three, then four — through every up and down this market threw at me.

Then I did the thing everybody called crazy: I walked away from the pension.

Not for financial freedom. For freedom — for myself, my family, my lifestyle. It was never about the money. That's what I coach.

People have labeled me “about the money, about the status.” They have it backwards. Money, to me, is for traveling, experiencing the world, and giving the people I love what I never had. It's not for display, and it was never the point.

Twenty-plus years in, 500+ families helped, and I'm still in the trenches — negotiating, holding price lines, working expireds and open houses in Massachusetts and Rhode Island every week. I went through big-program coaching myself for 12 months. I know what it gives you, and I know what's missing: a coach who still does the job.

You draw the map. I'll make sure you drive it.

Not ready? Start free — First Friday.

The first Friday of every month at 9am, Bill works a cold lead live, free. Bring your coldest lead and watch it worked. No pitch deck — if the teaching sells you, the seats are above.

Text FREEDOM for the Link

Straight Answers

Questions agents actually ask

Is Bill still selling real estate?

Yes — full-time, every day. Coaching runs alongside his sales business, and that's the point: you're coached by someone who negotiated a deal this week, not someone teaching from memory. If you're buying or selling, call him like always.

Who is this for — and who is it not for?

It's for producing agents who have a business but not a system: closings happen, but the numbers, follow-up, and fee conversations run on hustle instead of standard. It's not for brand-new agents with no transactions yet, and it's not for anyone looking for motivation. Bill coaches fundamentals, systems, and accountability — you bring the effort.

Why don't I get all 25 playbooks on day one?

Because a folder of 25 PDFs nobody opens helps no one. Every playbook is complete — all the tricks. You receive each one the week we coach it, run it live with accountability, and build the full shelf across the year. About six are in hand by the end of your first 90 days. The tools — ONE Sheet, Scoreboard, ONE Plan — are yours from day one.

Is there a contract?

A 90-day initial runway, then month-to-month. Real estate pays on a 60–90 day lag, so 90 days is the honest minimum to judge results. After that, stay because it's working — and founding clients keep the $395 rate only while they stay continuously enrolled. Lapse or cancel, and the seat and the rate are gone.

What if it doesn't work for me?

The show-up guarantee: attend your sessions, keep your ONE Sheet current, do the work — and if at day 90 you can't point to a finished plan, numbers discipline, and pipeline movement, you walk owing nothing more. Bill also releases anyone early at his discretion: a contract can't make someone coachable, and neither side benefits from pretending.

How is this different from MAPS, Buffini, or Tom Ferry?

Price and proximity. Their coaches are employees of a system; Bill is a working Broker Associate still closing his own deals in MA & RI. Their programs start with lead flow and scripts; Bill starts with the heart and fundamentals, then systems, then lead flow from free sources. And at $395–$595 with weekday text access to the coach himself, it costs less than all three.

What happens on the fit call?

Fifteen minutes, no pressure and no pitch deck: where you are, where you want to go, and whether Bill can actually help you get there. If it's not a fit, he'll tell you straight. If it is, your founding seat is held while you decide.

I'm pinching pennies right now. Be honest.

Then run the math section above with your real numbers. For most producing agents, the commission-and-fee play alone is worth several times the $4,740 founding year — and one extra closing covers it outright. If the numbers genuinely don't work yet, start with the free First Friday call and come back when they do.

I'm not looking for everybody.
I'm looking for 10 agents who still want it.

Message the word FREEDOM and we'll talk for 15 minutes — where you are, where you want to go, and whether I can help you get there. You draw the map. I'll make sure you drive it.

Call 508.441.1186 Text FREEDOM

The word is FREEDOM

No theory.Just what's worked.